Widoczność produktu oraz zgodność z wątkiem gry a skuteczność lokowania marek w grach komputerowych
Impact of Brand Prominence and Game-brand Congruity on Effectiveness of Brand Placement in Computer Games

Summary/Abstract: The prevalence of traditional advertising tools and the emergence of negative attitudes of consumers towards advertising have led entrepreneurs to turn to non-standard forms such as product placement. After the placement of various types of products and brands in films, series or television programs, there is rising interest of both practitioners and scholars is placement of products in computer games. The computer games become a serious marketing communication channel from a global perspective. The existing literature presents research assessing the impact of particular factors on the effectiveness of brand placement in games. The most frequently analyzed factors include the degree of brand prominence and brand and plot of the game congruity. This is a conceptual paper discusses the impact of these two factors on the effectiveness of brand placement in computer games. This discussion is built on the literature review. At the end of the paper we present main conclusions emerging from prior research, as well as emerging gaps and directions of further research.

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